Ultimo has secured a distribution deal at Harrods, the world's most famous department store, for the first time.

Premium lingerie from Ultimo, the UK's leading lingerie designer, will be available at both the store and online at harrods.com

Michelle Mone OBE, the designer of Ultimo's exclusive Black Label collection, said: 'Its been my dream to be in Harrods for the last 13 years. I’ve always wanted to launch a collection of premium lingerie and I am so excited that it will be sold in Harrods, probably the most luxurious department store in the world.

'The luxury lingerie market is booming, although we're all experiencing [the] economic downturn, women want to treat themselves to small luxury items such as lingerie.'

'I challenged my team to create something special, the crme de la crme of lingerie. After reading the 50 shades of grey series I knew that women would be pining for these kind of designs.

'It’s the sort of lingerie you wouldn’t be afraid of taking off on a private jet. Black Label is something completely different for Ultimo and I’m excited to see the reaction from my customers. I’m sure there will be lots of happy men out there.'

Crme de la crme of lingerie: The Ultimo Black Label collection consists of four sensational lingerie ranges and includes several sexy pieces including the Desire set (left), the Bombshell set and the Temptress set (right)

Stand out: The Persuasion range includes this black bra set (left) as well as this transparent body suit

The Ultimo Black Label collection, modelled by the stunning wife of Michael Bubl Luisana Lopilato, consists of four sensational lingerie ranges made from the finest Italian fabric set to send men's pulses racing across the world.

The irresistible Bombshell combination, which combines bold lines and delicate pink champagne satin, is adorned with crystals and detachable suspenders. The bra costs 55, the waspie 50 and the string 35.

The range will also be available at www.ultimo.co.uk, House of Fraser and Bentalls.

Michelle Mone OBE (left) and Luisana Lopilato, who is the face of the Ultimo Black Label collection

VIDEO: Check out the behind the scenes video of the Luisana Lopilato shoot…